Total media ad spending growth has stabilized, and digital ad spending is set for an extended period of low double-digit annual increases. Amazon, TikTok, and Instagram will be the main growth drivers this year.
Total media and digital ad spending will grow at a healthy pace for most of the rest of the decade. Retail media and connected TV (CTV) remain the hottest stories, although traditional search and social networks are by far the largest categories for spending.
Key Question: What is the outlook for total and digital ad spending across the major formats, channels, and platforms in 2024 and beyond?
Key Stat: Traditional search—which excludes retail media search—remains the biggest draw for marketing spend, to Google’s benefit. Social network ad spending will overtake it by 2026, however.
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Table of Contents
Executive Summary
Total media ad spending is in good shape, thanks to relentless growth from digital
Digital ad spending is splintering across formats and channels, and there are many winners
Among companies, Amazon’s surge overshadows everything else
Retail media remains the fastest-growing segment in digital advertising
Social network ad spending is back on track
CTV ad growth is set for its final acceleration
Traditional TV remains enormous, and this year it will actually grow a little
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